Summer Blockbuster Story Series: Skyrizi
Skyrizi’s Triumph Over Psoriasis and Psoriatic Arthritis
Welcome to the first edition of “Summer Blockbusters”! This series delves into the compelling narratives behind some of the most prominent pharmaceutical products, where storytelling is a prerequisite for resonating with patients and healthcare professionals. Today, we’re taking a closer look at Skyrizi, a leading treatment for moderate to severe plaque psoriasis and psoriatic arthritis, and the story it tells through its website and marketing materials. Skyrizi employs a classic narrative that has captivated audiences for centuries—the “Overcoming the Monster” story archetype—made popular in stories like Harry Potter, Jaws, and Star Wars.
The Monster Unmasked
At the heart of Skyrizi’s story is the “monster” it aims to help patients defeat: the chronic and often debilitating conditions of plaque psoriasis and psoriatic arthritis. These conditions go beyond skin symptoms to insidiously impact every facet of a patient’s life, from physical comfort to emotional well-being and social and emotional confidence. Like any formidable foe, psoriasis and psoriatic arthritis continue to wreak havoc, making every day a battle for patients, leaving “scars” seen and unseen.
Skyrizi’s Narrative Strategy
Skyrizi’s marketing materials frame the medication as the hero’s partner in the epic battle against these monstrous conditions. Let’s break down how this story unfolds in five parts:
1. The Call to Adventure
Patients, much like heroes in any classic story, start in a place of struggle and discomfort. The persistent itching, pain, and visible plaques of psoriasis call them to take action—seeking a solution that offers real relief. Their dream of a better future propels their continued search for transformative relief.
“Topicals and phototherapy did not get me the results I had hoped for. I was ready for change. I wanted to be better.”
2. Meeting the Mentor
In this journey, Skyrizi serves as the mentor to patients (think Yoda to patient’s Luke Skywalker). Through a wealth of information and resources provided on its website, Skyrizi educates patients about its unique mechanism of action, skin clearance data, and dosing regimen. They provide dedicated “Skyrizi Complete” Ambassadors to help patients navigate their treatment journey. This preparation is crucial for equipping them to face their condition head-on. They create belief and confidence in patients, providing powerful tools to battle against the monster that continues to control them.
The Skyrizi Pen and Skywalker’s Lightsaber are almost indistinguishable.
3. The Climactic Confrontation
The battle begins when patients start their Skyrizi treatment. This phase is marked by overcoming initial uncertainties and adhering to the medication regimen. Skyrizi is wise to recognize that the confrontation isn’t just with the disease itself, but also with the challenges of getting on treatment (reimbursement), learning to manage a new medication, and handling potential side effects. Their narrative includes solutions for the many small challenges that may arise throughout this phase, creating ongoing tension that can be overcome, a hallmark of effective storytelling.
4. Overcoming the Monster
As treatment progresses, the “monster” begins to weaken. Patients experience significant improvements, including clearer skin and reduced symptoms. Clinical data, skin photography, and patient testimonials on Skyrizi.com highlight these victories, portraying dramatic before-and-after transformations that celebrate the triumphant defeat of the monster, freeing patients from physical and emotional torment.
“Now I feel free to bear my skin, thanks to Skyrizi.”
Click to image to view Skyrizi’s “Beach Day” commercial.
5. The Aftermath and Celebration
After defeating the monster, patients enjoy a renewed quality of life. They celebrate their newfound freedom from psoriasis and psoriatic arthritis, much like a hero revels in their victory. Their commercials introduce the viewers to a world where “nothing is everything,” and everything is possible. A world where you can hit home runs and be carried off the field on the shoulders of your teammates! Where you show up to your class reunion bearing your shoulders and dance the night away! Where you can ride basketed bikes at the beach in a sleeveless shirt, ringing your bell out of sheer joy! Where you can spontaneously take up the tambourine and join the band for a set! A world where you can ditch the cover-up and go dashing into the ocean with arms raised in triumph! The victorious aftermath is a key focus in Skyrizi’s visual narrative, emphasizing the positive life changes that effective treatment can bring to patients.
Skyrizi’s Cinematic Appeal
Skyrizi’s marketing is a masterclass in healthcare storytelling. Not solely rooted in scientific facts and data; they craft a central compelling narrative that patients can relate to and aspire to, stirring emotion and driving action. The use of bright, vivid visuals and personal stories helps paint a picture of transformation, triumph, and relief, making the medication’s benefits tangible and inspiring. A variety of elements are woven together to add impact to their story:
Personal Testimonials: Real-life patient stories illustrate the transformation from struggling with physical and emotional symptoms to enjoying clearer skin and greater confidence
Powerful Visuals: High-quality imagery depicts patients engaging in everyday, relatable activities without the burden of visible plaques or pain set against the background of clear blue skies and sunlit days
Educational Content: Clear and accessible explanations of how Skyrizi works, what patients can expect, how to start treatment and at-the-ready Ambassadors lay out a clear “training” plan for patients
Skyrizi’s approach to storytelling, grounded in the “Overcoming the Monster” archetype, effectively relates to patients, engages them, and motivates them to take action (perhaps citing their battle cry, “Nothing is Everything” as they march into the Dermatologists office.) By framing psoriasis and psoriatic arthritis as formidable foes, Skyrizi empowers patients to see themselves as heroes in their own story—armed with the right treatment partner to triumph over their condition.
In this blockbuster narrative, Skyrizi isn’t just a medication; it’s the hero’s mentor in the battle against chronic skin and joint conditions, promising a journey from struggle to victory. It’s a great example of how a dedication to storytelling can elevate Pharma marketing efforts and propel a newer brand to become one of the top treatments in a long-established category.
Stay tuned for our next episode in the “Summer Blockbusters” series, where we’ll explore the narrative behind another leading pharmaceutical product. Until then, may your battles be won, and your monsters defeated!
